Repurposing the Gospel Aura: Eminem’s Chrysler Ad Borrows Some Spirit
…age singing—the same choir, we are led to believe, that we’ve been hearing all along. The stage is backlit, and cloud-like smoke billows gently upward behind the singers, giving the impression of heraldic messengers trailing clouds of glory in their journey from on high. As the rapper takes the stage, the chorus crescendos, breaks off abruptly, and then resumes vocalizing in a low, reverent hum, all heads bowed, as if in deference and awe. Envelop…
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